Schaefer wrote a blog post about the process of writing that book. The post is titled “Behind the scenes: How to write a business book.” It’s filled with his description of his planning, research, and writing process. Here’s one bit that caught my eye.

“I immersed myself in a single topic for a year. As a result, I’m pretty sure there is nobody on earth who knows more about igniting content than me. What I learned will help me become a better teacher, blogger, and business consultant. I basically spent the last year giving myself the equivalent of an advanced degree in content marketing.”